I was reading the annual Content Marketing Spending Survey by Junta42 and was surprised that the list of content products users plan to take advantage of has Enewsletters and Blogs at a dead heat for second place. If you hadn’t guessed, first place is occupied by ‘Social Media’ including Twitter and Facebook.
The report surveyed 259 marketing professionals and asked them where they plan to spend their time and money in the coming year. A full 72 percent mentioned social networks as part of their marketing plans. Importantly, social networking was the number one position for marketers. Online newsletters and blogs are listed as second, with 63 percent saying they are engaged with these types of marketing tools. Another interesting result of the survey is that the fourth, fifth, sixth and seventh positions of the report were strictly content, in the form of white papers, articles, case studies and online video.
The reason I was surprised that newsletters and blogs are tied for second is that blogs can be used as a newsletter, effectively killing two birds with one stone. I think it is both important and telling, too, that the positions just below ‘Blog’ are specifically content, all of which can be distributed via a blog (supporting my long-time stance that a blog is the foundation of any online marketing campaign).
There’s no doubt that a newsletter is a great way to stay in touch with your audience, and there are certainly reasons to use a newsletter. However if you are already a blogger, you may not have known that you are already on the way to hosting an newsletter. There are two ways to deal with this, and both help you leverage the concept of a newsletter or broadcast to deliver your blog content to your audience, and to attract them back to your site for more information.
The first way is probably already built into your blog, especially if you are using a ListPipe solution, or the popular WordPress software. It’s called ‘RSS’, and it’s a built-in way for people to subscribe to your content. RSS stands for ‘Really Simple Syndication‘, and it’s a web standard that most browsers support automatically. When a visitor comes to your site they have an ability to subscribe to your RSS feed, and can receive content from you in their own browsers every time they post.
If you are using a ListPipe or WordPress solution for your blog, simply type the word ‘/feed’ after your URL in your browser, and you’ll be asked to subscribe. Using this simple technique will allow you, and your readers, to receive an automatic update whenever you post new content.
Another way to deliver your blog content to your readers is to use a subscription service such a Google’s Feedburner. Feedburner is a free blog service that offers a subscription management tool. All you have to do is start a Google Feedburner account, and then direct people to your Feedburner subscription form to capture their email address. Whenever you post content to your blog, Feedburner will automatically email your readers with your article right in the email.
With Feedburner you also have a number of tools that allow you to manage your subscribers including adding and deleting them. Don’t worry about the management headache; Feedburner handles unsubscribes for you with a handy link at the bottom of every email they send on your behalf.
So if you are a blogger already, you are already ahead of the crowd when it comes to delivering an newsletter, you just need to make a few adjustments and let your readers know.Listen to the Corporate Blogger Tips Podcast of this post: